The Small Business Guide to Modern Recruiting on LinkedIn...LinkedIn is where 414+ million...
Transcript of The Small Business Guide to Modern Recruiting on LinkedIn...LinkedIn is where 414+ million...
The Small Business Guide to Modern Recruiting on LinkedIn
Your success as a small to mid-sized
business (SMB) and as a hiring manager is
directly linked to your ability to hire great
talent. No matter how hectic your day is,
finding great people to fuel your growing
team is always top of mind.
In today’s world, you don’t just pick talent.
Talent picks you. In the candidate
marketplace, talent has greater access to
information, more paths to explore job
opportunities, and they benefit from fierce
competition for skilled hires.
Companies around the world are feeling
the strain — 38% report talent shortages in
20151 and less than 1 in 5 employees2 plan
to stay with their current employer in the
long-term. On top this, the gig economy
and rise of the Millennial workforce are
re-writing the rules of employment.
These changes require a new approach to
talent acquisition. What got you here today
will not take you where you want to be in
the future. You need to understand how
professionals make career decisions, and
find opportunities to engage them
throughout their candidate journey.
But don’t worry, we’re here to help. This
guide covers how you can find quality
candidates, build relationships with them,
and move them closer to the Holy Grail —
becoming engaged hires. It also outlines
how LinkedIn helps you find, prioritize, and
engage the right talent at the right time.
Let’s get started.
Introduction
The Modern Recruiter’s Guide // 2
1 ManPowerGroup 2015 Talent Shortage Survey 2 PwC study "Millennials at work Reshaping the workplace“
The Modern Recruiter’s Guide // 3
Discovery: Show your organization is a great place to work ................. 7
Contents
Attraction: N urture relationships with prospective candidates …….... 18
Application: Match the right candidate with the right opportunity …. 25
E ngagement: Motivate and retain employees …………………….….. 32
The candidate journey ….……………………………………………........ 5
Accelerate: The candidate journey with LinkedIn Recruiter ………….. 38
W here to start ……………………………………………………………... 44
Want more? The Talent Blog has it. …………………………………….. 46
About LinkedIn Talent Solutions ………………………………………... 47
About the authors ……………………………………………………….... 48
LinkedIn is where 414+ million professionals from
around the world come to connect, stay informed,
and get hired. It’s the largest and fastest-growing
social network for professionals.
Every day, billions of interactions take place on the
platform. Members update their professional profiles
with new skills, recommendations, education and
work experiences. They also build relationships with
companies by connecting to employees, engaging
with content, and following Company Pages.
LinkedIn has engineered a suite of robust hiring
tools called LinkedIn Talent Solutions. LinkedIn
Talent Solutions helps growing businesses like yours
you make sense of candidate interactions. It can
support you in finding the candidates you need,
building and maintaining relationships, and
converting those relationships into long-lasting hires
which can take your company from a small to
enterprise-sized business.
Why LinkedIn?
The Modern Recruiter’s Guide // 4
The Candidate
Journey
The Candidate’s Journey // 5
People move through the candidate journey at their own pace. Some learn
about an organization quickly, develop an affinity after one interaction, and apply
to an open job within weeks. Others linger in certain stages of the journey for long
periods of time. For example, some candidates can stay in the “attraction” stage
for months or even years before considering a career move.
But you’ve got jobs to fill. Fortunately, there are concrete steps you can take to
help move candidates through the stages faster. If you stay top of mind, nurture
relationships with candidates, and use LinkedIn insights to identify talent who
consider you as their next employer, you’ll be set up for recruiting success.
The stages of the candidate journey
The candidate is open
to new opportunities
and beginning to
discover what makes
your company unique.
The candidate is
forming opinions and
associations with your
company. In other
words, building
a relationship with
your brand.
The candidate has
decided to spend the
time and energy to
apply to your open
role.
Keep new hires happy
and engaged as
employees, fueling
your talent brand and
referral efforts.
Discovery Attraction Application Engagement
“I wonder what this company is all about …”
“There’s something about this company that stands out …”
“I think I could like working here …”
STAGES
The Candidate’s Journey // 6
“I can see growing my career with this company.”
STAGE ONE: Discovery // 7
Show your organization is a great place to work
Candidates in the discovery stage are starting
to look for new opportunities, however, they
might not be aware of your organization just
yet (especially if you’re an emerging small
business).
By investing in your professional and employer
brands, you can raise awareness about your
company which will open doors for
employment discussions down the road. If you
build trust and affinity with potential
candidates, they can picture you as their next
employer.
Branding has real bottom-line impact too;
organizations with strong employer brands
spend less on hiring and have better
employee retention.
Make yourself and your company known.
Your personal brand matters because you’re
a representative of your organization, so let’s
start with you.
STAGE ONE: DISCOVERY
Discovery › Profile // 8
Make your profile more authentic
Your LinkedIn profile reflects who you are professionally. Visiting
profiles is the #1 activity on LinkedIn, which means your profile is
often the first thing candidates see. It’s also usually a first stop for
prospective candidates who want to learn about your
organization.
That’s why you have to nail it.
It comes down to authenticity. By communicating your values,
experiences, goals, and personality in an authentic way, you’ll set
the stage for strong relationships with candidates.
If you can’t, you’ll lose talent to recruiters who can.
STAGE ONE: DISCOVERY
Step one
The anatomy of a well-branded recruiting profile
Connect
Paige Eklund Finding great talent to fuel our team
500+ connections
www.linkedin.com/peklund/ Contact Info
Posts
Published by Paige
Making interviews fun for both sides May 5, 2016
8 Tips for writing excellent lists of professional tips April 29, 2016
There is only 1 recipe for success, and it’s no secret March 18, 2016
Background
Summary
Engaging, friendly picture that invites people to connect with you
Showcase your company culture with rich media
Descriptive headline that goes beyond
your title
Show your expertise by publishing
long-form posts
STAGE ONE: DISCOVERY
Discovery › Profile // 9
Choose your best photo. Profiles with photos are 14x
more likely to be viewed. Four things you should do:
Choose a photo that looks like you
Make your face at least 60% of the picture
Wear your normal work clothes
Smile
1
STAGE ONE: DISCOVERY
4 tips for a more authentic LinkedIn profile
Paige Eklund Finding great talent to fuel our team
Paige Eklund
Write a bolder headline. While your picture is your
visual hook, your headline is your written hook. Rather
than defaulting to your standard title, use your
headline to share what makes you unique. Don’t be
afraid to get creative: Headlines can be great
conversation-starters with candidates.
2
“Helping lawyers make their way to the best law firm in the Bay”
Lauren Barton, Lateral Recruiting Coordinator at Fenwick & West
“Fairy job mother”
Annie Wenzel, Director of Recruiting at Swing Talent, Inc.
“Bringing the world's best Creatives to play in San Francisco”
Hillary Lannen, Director of Recruiting at MUH-TAY-ZIK | HOF-FER
3 stellar recruiter headlines:
Discovery › Profile // 10
Profile metrics to watch:
Want to learn more?
5 Ways to Make Your LinkedIn Headline Stand Out
6 Steps to Building Your Recruiter Brand
• Who’s viewed your profile
• Who’s engaged with your updates
• Who’s viewed and engaged with your published posts
• How you rank for profile views at your company
• Follower statistics
(available in your LinkedIn account)
3
STAGE ONE: DISCOVERY
4 tips for a more authentic LinkedIn profile
4
Discovery › Profile // 11
Over-invest in your profile summary. Your summary
is the place to showcase your career story, your
recruiting passion, and your reasons for working at your
company. By sharing who you are and what your
company offers, talent will be more likely to engage
with you.
Not sure what to write? Four questions to guide you:
① What do you do professionally?
② Why do you do what you do?
③ What’s unique about you or your company that
you can offer candidates?
④ What do you want candidates to do after reading
your summary?
HINT: Inviting them to connect and start a dialogue is a
great way to wrap up your summary.
Be a thought leader by sharing and publishing
content. Curating existing content can be less time-
intensive than creating original content. Use SlideShare
and LinkedIn Pulse to discover quality content quickly,
and use status updates to share with your network.
When you’ve got something to say, writing posts is a
great way to show your thought leadership and expertise
to candidates and other professionals. LinkedIn is one of
the fastest-growing publishing platforms in the world.
Posts
Published by Paige
Making interviews fun for both sides May 5, 2016
8 Tips for writing excellent lists of professional tips April 29, 2016
There is only 1 recipe for success, and it’s no secret March 18, 2016
Publishing on
Publishing on LinkedIn is a great way to build your professional brand. The more quality and relevant posts
you publish, the more people you’ll reach and the stronger your brand will become. Writing about your
organization’s culture and accomplishments can help you build your personal and employer brands at the
same time.
3M posts/to date making LinkedIn one of the fastest
growing platforms for professional
publishing in the world.
230M members can publish professional content
on LinkedIn, right now.
The average post reaches
professionals in
21 industries
across
9 countries
150K+ posts/week Professionals are publishing
content everyday on topics from
real estate to construction, to
education and law.
Members are generating more
likes, comments, and shares on
their posts than ever before.
Traffic per post is up
150%
500 influencers Talent acquisition leaders like J.T.
O’Donnell, Liz Ryan, Ed Nathanson and
Lou Adler are all using LinkedIn to
share what they know.
STAGE ONE: DISCOVERY
Discovery › Profile // 12
Why publish on LinkedIn?
Get inspired. See why other LinkedIn members publish on
LinkedIn. Download the Pulse app for Android or iOS to stay
on top of talent acquisition news while you’re on the go.
3 steps to publishing success
Write. Everyone has their own writing process. Do what works
for you, but remember these four tips:
① Write what you know about and/or are passionate about.
② Write with your candidate audience in mind.
③ Get feedback on your draft from at least one other person.
④ Proofread, proofread, and proofread again.
Publish. Visit here or click "Publish a post" on your desktop
homepage to go live.
STAGE ONE: DISCOVERY
Discovery › Profile // 13
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2
3
Set up your Company Page and Career Page to stand out
Just as your profile helps talent learn about you,
your LinkedIn Company Page helps candidates
learn about your business, brand, and job
opportunities. But before candidates want to know
about your jobs, they want to know about your
purpose, products and culture. This is the place to
tell your authentic story.
What to post on your Company page:
• Photos or videos of your company culture.
Candidates want to see what makes you unique,
so they can determine if they’d be a good fit.
Share what life as an employee looks like though
rich, engaging media.
• Moments of inspiration. Your company is likely
driven by a mission or vision. If you post content
that relates to your what you stand for, like
industry news or motivational quotes, it will
inspire others to engage and join you.
• Tips and insights. While your company page is
about sharing information about your
organization, think about how you can serve your
audience. Share blog posts or articles that starts
thoughtful discussions, answers their questions
or solves problems they may have.
STAGE ONE: DISCOVERY
Discovery › Company and Career Page // 14
Step two
Follow Novella & Co. 10,902 followers
Work at Novella & Co.
Find Your Place Here › Hear What People Are Saying › See What We Have To Offer ›
Hang Your Coat Up, Stay Awhile Make Your Mark at Novella
What Novella employees are saying...
Recent Updates
Create Your Own Career Path
Jobs at Novella & Co.
Regional Sales Manager Portland – OR – US
Director of IT Seattle – WA – US
Email Marketing Manager Seattle – WA – US
Customer Service Representative Phoenix – AZ – US
Store Manager San Diego– CA – US
See more jobs at Novella ›
The anatomy of a successful LinkedIn Career Page
STAGE ONE: DISCOVERY
Bold, memorable visuals with lively colors
Focus on employees through videos and quotes that emphasize your culture
Multiple page versions highly targeted to visiting talent Feature jobs
most relevant to your visitors
The LinkedIn Career Page is a premium extension of your Company Page. It lets you target your
messaging and job posts to candidates with specific attributes like location, industry and function.
Discovery › Company and Career Page // 15
STAGE ONE: DISCOVERY
Both your Company Page and Career Page allow you
to build followers. Followers are people virtually
raising their hands to stay connected to your
organization.
79% of your followers are interested in
a job at your organization.
Your followers are so important. Why?
62% more likely to respond to your
InMail message.
40% more likely to apply to a job
with your organization.
61% more likely to share information
about your organization.
LinkedIn data, 2015
Discovery › Company and Career Page // 16
Add a free Follow button to your site. Make it easy
for people who visit your website to follow your
Company Page by embedding a free Follow button.
Go social. Cross-promote your Company Page in
LinkedIn Groups and on other social platforms such as
Twitter and Facebook.
Have employees spread the word. Ask your team to
include your Company Page on their LinkedIn profiles
and in all candidate communications. They can even
embed a Follow button in their email signatures.
Track your progress. Use the Analytics tab on your
Company Page to explore your brand’s reach, member
engagement, and follower demographics. Use this
information to determine whether you’re attracting the
right talent and how to better engage this audience.
4 steps to gaining quality followers
See follower demographics using LinkedIn Company Page analytics
You can analyze your follower
demographics by function,
seniority, industry, company size,
and even how many of your
followers are current employees.
For more information on adding a Follow button, visit developer.linkedin.com/plugins
STAGE ONE: DISCOVERY
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4
Discovery › Company and Career Page // 17
STAGE TWO: Attraction // 18
Once your target candidates are aware of
you as an employer, it’s time for you to
nurture those budding relationships and
move candidates along their journey to
becoming your next hires.
To do this, stay top-of-mind, be helpful, and
harness the mutual connections that already
have a trusted relationship with your target
talent: your employees.
Nurture relationships with prospective candidates
STAGE TWO: ATTRACTION
Attraction › Status Updates and Sponsored Updates // 19
Reach candidates with Status Updates and Sponsored Updates
Candidates are busy, and with so much
happening on LinkedIn every day, it’s important
to get your best content in front of the right talent
to have the biggest impact.
Status Updates are the perfect tool to:
• Show you’re a strategic partner. By hooking
candidates with valuable content that helps
them in their careers, they’ll be more likely to
rely on you for guidance and job leads.
• Make you visible and accessible. Status
updates are a non-invasive way to stay top
of mind. Be patient: it may take a while to get a
potential candidate on board. Win their
attention and loyalty now; hire them later.
• Extend your reach. The more likes, comments
and shares your content receives, the more
broadly it reaches throughout the LinkedIn
network. Take advantage of your employees’
established relationships with talent by making
it easy for them to share your content.
STAGE TWO: ATTRACTION
45% Status updates containing links can have
up to 45% higher follower engagement
than updates without links.
Step one
Post often. Start with one post per week, and work up to one post a
weekday. Posting consistently keeps your page fresh and gives your
followers something to read, comment and share with their
networks. Quality rules over quantity, so only increase your
frequency if your quality stays strong.
Consider building an editorial calendar to plan your posts and
ensure your content mix is relevant to every type of candidate you
want to engage.
Be responsive. Always reply to comments and questions on your
updates. Consider connecting and/or engaging with people who
share and like your updates too. Remember, these social actions
signal interest in your organization, so don’t leave anyone hanging.
Value quality over quantity. Your Career Page helps you pipeline
prospective talent, so always post content that reflects your brand
and attracts the people you’re looking to hire.
3 tips for winning Status Updates
5 ideas for engaging Status Updates
Attraction › Status Updates and Sponsored Updates // 20
STAGE TWO: ATTRACTION
• Press articles showcasing your company’s milestones
• Photos that capture how your employees have fun on the job
• SlideShare that sums up your company culture and values
• Celebrations of your employees’ successes
• Open job opportunities
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2
3
Reach beyond your followers to LinkedIn’s 414+
million members with Sponsored Updates,
which puts your content straight into any
member’s feed. Target updates by job title,
industry, seniority, field of study, and skills to
nurture the relationships most valuable to you.
For example, if your organization is hosting an
engineering hackathon, sponsor an update to
engineering majors at nearby universities,
spreading the news beyond your followers.
Sponsored Updates are the best way to share
information with the people who will care.
Engage the candidates you’re looking for with Sponsored Updates
Attraction › Status Updates and Sponsored Updates // 21
Sponsored updates target the talent you want to reach across all their devices.
STAGE TWO: ATTRACTION
FixDex Sponsored
Add a comment …
Inside the FixDex culture
We're so much more than just a software company.
Add a comment …
Mark Evans Maker of awesome tech products
Sponsored Updates are data-rich. Each one comes
with its own dashboard showing impressions, clicks,
interactions, the number of new followers acquired,
and the engagement rate.
Pro tip: Use these insights to understand what
content resonates with your target candidates.
Then, sponsor more content like it. Every interaction
with your brand builds the relationship.
These analytics help you control cost and show the
overall effectiveness of a post. Below are a few
key definitions.
• Impressions: The number of times your update is
seen. Each time an update displays in the
newsfeed, it counts as one impression.
• Engagement: The number of clicks, likes,
shares, and comments on your update, as well
as the number of followers acquired, divided
by impressions.
Know what’s working
Attraction › Status Updates and Sponsored Updates // 22
Engagement = (Clicks + Likes + Shares + Comments + Followers acquired)
Impressions
By sponsoring this update to a
wider audience, this organization
attracted 136 new followers.
STAGE TWO: ATTRACTION
Attraction › LinkedIn Elevate // 23
Your employees are already
connected to a diverse, qualified
pool of candidates. On average,
a company’s employees have 10
times as many connections as a
company has followers. With
LinkedIn Elevate, employees get
a steady stream of quality
content to share across LinkedIn,
Twitter, and Facebook — helping
to influence all of the potential
hires in their networks.
On average, Elevate users:
Share 4x more than before
Drive 40% more followers
Drive 3x more job views
3X more likely to believe employees over
CEOs when it comes to talking about
an organization’s work environment.
People are
58% more likely to attract top talent and
20% more likely to retain that talent.1
Companies with socially engaged employees are
STAGE TWO: ATTRACTION
Make it easy for employees to share content with LinkedIn Elevate
You can easily measure Elevate’s
impact. You can see who your
most social employees are, track
engagement over time and learn
what content types drives job
views, Company Page followers,
and hires.
Learn more about LinkedIn Elevate
Step two
1 2014 Altimeter/LinkedIn Study
Target your employees’ connections with Recruitment Ads
People who view your employees’ profiles are connected to them in some way – mutual connections,
groups, etc. Therefore, they are more likely to be familiar with your organization and more open to your
opportunities. Capture the attention of these individuals by placing recruitment ads alongside your
employees’ profiles. Here are four good options.
Attraction › Recruitment Ads // 24
Display a targeted set of job openings
Picture Yourself
Advertise open roles to your own employees
Apply Now
Work with us at Company X
View Jobs
Picture yourself at Company X
Follow Company X
Grow your career by Following Company X
STAGE TWO: ATTRACTION
Step three
Work With Us
Invite candidates to see themselves working at
your company
Encourage viewers to follow your Company Page and
stay informed
Follow Us
Internal Hiring
STAGE THREE: Application // 25
At this point, candidates are familiar with your
brand and have developed an interest in your
organization. You’ve laid the groundwork for
them to apply to your job, you just have to
motivate them to take action.
The keys to success at this stage are writing
job descriptions that get the right talent to
apply, and sending intriguing InMails that
start career conversations.
Match the right candidate with the right opportunity
STAGE THREE: APPLICATION
Post Jobs that excite the right candidates
A successful job post has a tall order to fill. It must communicate job
qualifications and required skills. It also needs to convey your company
culture, delight readers, stand out from the competition, and persuade
candidates to apply. Ultimately, it should attract the right candidates
and deter the wrong ones.
On LinkedIn, your job posts reach far beyond those looking for a new
opportunity. We use our unique profile insights to place your job in
front of qualified talent throughout their candidate journey.
Application › Post Jobs // 26
STAGE THREE: APPLICATION
Step one
Use a search-friendly job title rather than a creative one. Make sure your job
title is easily discoverable, and save your creativity for the description. People are
much more likely to search for a “Sales Manager” than a “Revenue Ninja.”
Get smart on the latest research. There is so much research on what candidates
want in a job today, so don’t be afraid to use it. For example, LinkedIn Talent Trends
2015 found that professionals in the UK value work/life balance more than
professionals in other parts of the world.
Be personal and specific. Beyond skills and experiences, think about the type of
person you’re looking to attract (personality traits, interests, values, etc).
Emphasize what’s in it for the candidate. The job description is for candidates.
Rather than outline your laundry list of needs, sell them on how they will have
impact and career growth.
Get creative. Keep your job posts unique by seeking out inspiration in unexpected
places. L’Oreal noticed the popularity of emojis and decided to ask candidates to
describe their dream job using only emojis.
5 steps to an apply-worthy job description
Your job description only has a few moments to make a big impression. Follow
these 5 guidelines to make it count.
Want more job tips? Check out 7 Tips to an Irresistible Job Description
Application › Post Jobs // 27
STAGE THREE: APPLICATION
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Application › Post Jobs // 28
The power of a LinkedIn Job Post
1. Fuel your posts with LinkedIn insights. Based on profiles of talent similar to who
you’re looking for, LinkedIn automatically recommends skills and education
requirements. Consider including these free tips in your Job Post.
STAGE THREE: APPLICATION
Skills
Education
Key responsibilities
Job Function
Accounting
Employment type
Full Time
Senority level
Mid-Senior Level
High level understating of US GAAP Experience with revenue recognition in the biotech industry
+ Accounts payable
+ Accounts receivable
+ Payroll
+ Financial statements
+ Journal entries
+ Fixed assets
+ Bank reconciliation
+ Invoicing
+ US GAAP
Direct applicants to an external site to apply
Want to add a personal touch?
Show my profile on the job post
Paige Eklund Finding great talent to fuel our team!
Preview Continue
Recommended skills We suggest adding at least 5 relevant skills so we can match your job with the right candidate.
You can add certifications here too
We recommend 4-6 bullet points
How would you like people to apply? Let candidates apply with their LinkedIn profile and notify me by email
http://yourcompany.com/job123
Did you know? Once your Job Post goes
live, LinkedIn suggests up
to 50 professionals who
match your search.
Application › Post Jobs // 29
STAGE THREE: APPLICATION
The majority of LinkedIn job views come from our
recommendations module called “Jobs You May Be Interested In,” not from active job searches.
2. Engage the right talent, automatically. You want your
job to reach the right candidates, not just those actively
looking. That’s why we automatically advertise your
openings to relevant professionals based on the
qualifications you’re looking for.
Your target talent may see your LinkedIn Job Post at
multiple touch points—as they browse their newsfeeds,
view profiles or check email.
3. Highlight your culture and employees. When candidates
self-select for culture fit before applying, it saves time for
everyone. They want to know, “What is it like to work there?
Whom do I know who works there? Who might my future
coworkers be?”
How LinkedIn Job Posts help you answer their questions:
• Show your culture by seamlessly integrating your Career
Page content
• Encourage referrals by highlighting people the candidate
already knows at your organization
• Reveal future colleagues by showing profiles of
employees already in that role
Have a lot of open jobs to fill?
Job Slots are essentially recurring Job Posts. Rather than
posting a single job post at a time, Job Slots give you the
flexibility to advertise multiple roles as you need.
73% of professionals are waiting
for the right job to find them.
The power of a LinkedIn Job Post
1 Talent Trends 2015
Write InMails that hook candidates
InMail allows you to send direct messages to anyone on
LinkedIn. But eliciting a response takes skill. The key to getting
a response is to have a personalized message, but that can be
difficult when you’re strapped for time.
70% of talent on LinkedIn are passive candidates.1 They are not
actively searching for a job, but would be open to a new
opportunity if they felt it was the right fit.
Take advantage of LinkedIn’s insights to identify the talent
most likely to respond to you. Consider your Career Page
followers and employees’ connections. Look at people who
share your LinkedIn Groups, schools and past employers.
(LinkedIn Recruiter makes it easy to find talent most likely to be
receptive to your outreach, but more on that later.)
Application › InMails // 30
81% more likely to respond to your InMails than non-followers.
Your Career Page followers are
27% more likely to respond.
Talent who shares a former
employer with you are
21% more likely to respond.
Talent who shares a LinkedIn
group with you are
STAGE THREE: APPLICATION
Step two
1 Talent Trends 2015
Application › InMails // 31
STAGE THREE: APPLICATION
Review profile. Let the recipient know what on their
profile caught your eye. Personalization is flattering.
Grab attention. Mention mutual connections. LinkedIn
suggests them for you.
Show you are selective. Highlight what makes them
appealing. Compliment them sincerely.
Be conversational and brief. Write as if you were
speaking. Don’t just paste the job description.
Listen well. Ask about goals and interest level in new
opportunities.
Focus on goals. Think beyond the job and frame your
message around what’s in it for them.
Leverage content. Consider including useful
information, such as a relevant whitepaper.
Be patient. Don’t hound. Use status updates to stay
visible while you wait for responses.
Include a call to action. Ask to continue the dialogue,
not necessarily to apply right away.
9 golden rules of InMail
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InMail Email
Instant message-style
conversations that make it
easy to build candidate
relationships
Readily-available candidate
information, including profile
details and recruiting activity,
helping you keep the
conversation personalized
Templates and analytics that
help you work smarter and
save time
A quick look: InMail vs. email
When it comes time to start a conversation with
a star candidate, take a look at how InMail and
email compare.
Candidates applied, the interview process was
smooth, the offer letter was accepted, and now
you have an amazing new hire. Congrats!
But it doesn’t stop here. Empowering your
new employees to take on learning
opportunities is a great way to keep them
happy and satisfied with their career move.
Also, your engaged employees are your
best recruiting resource. They embody
your company values and can help
attract people who are also good
cultural fits. If you can make referring
new talent easy for them, it’s a win
for you too.
64% of in-house talent professionals
are interested in increasing
employee retention.1
Motivate and retain your new hires
STAGE FOUR: ENGAGEMENT
STAGE FOUR: Engagement // 32 1 LinkedIn data, 2015
STAGE FOUR: ENGAGEMENT
Empower employees with new
skills and growth opportunities
Engagement › Empower Employees // 33
Fun perks and a great culture can lure talent through the
door, but top hires usually need more incentive to stick
around for the long term. Quality employees are eager to
learn new skills, take on more responsibility, and progress
in their careers.
The key to employee loyalty is engagement. Engaged
employees have a strong sense of purpose. They believe
in their work, their supervisors, and their organizations.
23% of employees voluntarily leave their jobs due to lack of
development and training1
$3,400 for every $10,000 The cost in annual salary that disengaged employees can
cost an organization2
50%
Nearly 50% of active job
seekers report feeling
completely satisfied
in their current roles.3
Step one
1 National Research Business Institute 2 LinkedIn data, 2015 3 Talent Trends 2015
STAGE FOUR: ENGAGEMENT
Engagement › Empower Employees // 34
4 ways to engage and retain
employees with learning:
What is Lynda.com? Lynda.com strives to create economic
opportunity for the global workforce through
transformative learning. Develop skills with top-
quality, expert-led online training, making your
organization more productive and successful.
For over 20 years, Lynda.com has helped
employees, students, leaders — anyone in any
role — build software, creative, and business skills.
Want some help? Check out Creating a Culture of Learning in 6 Steps.
• Make learning a priority. Learning isn’t a one-
time event. Companies need to focus on creating
a culture that encourages employees to make
learning a daily habit.
• Invest in professional development. When
employees believe you are invested in their
careers, they become more invested in
your organization.
• Build leaders from within. Support employees
who aspire to be in leadership roles by investing
in leadership and management training.
• Provide guided career coaching. Use online
learning to help employees develop their goals
and career paths, and provide supervisors with the
coaching insights needed to mentor employees.
STAGE FOUR: ENGAGEMENT
Turbo-charge your
employee referral program
Engagement › Employee Referral Program // 35
In the early years when your company first started, employee
referrals were likely your biggest source of hire. But as your
company gets bigger, the harder it becomes to get employees
to engage. Only 20% of recruiters say they’re satisfied with the
engagement in their referral programs.1
Employees don’t participate because referring candidates is
hard. They have to know the open roles, remember who’s in
their networks, find the recruiter, write and send an email. Once
they’ve made a referral, they’re often left in the dark about their
referral’s status.
The organizations who crack the code on employee
participation in referral programs will have a huge advantage.
Referrals are consistently a cheaper, faster, and higher-quality
source of hire.
29 / 39 / 55 It takes 29 days to hire a
referred candidate, 39 days to hire a candidate through a job post, and 55 days to hire a candidate through
a career site.
77% of talent leaders are
interested in learning more about how to run an effective employee referral program.
Step two
To learn more, check out:
7 Employee Referral Programs that Source Outstanding Hires.
1 LinkedIn data, 2015
STAGE FOUR: ENGAGEMENT
Make it easy for employees
to refer great talent with
LinkedIn Referrals
Engagement › Employee Referral Program // 36
Your employees are connected to talented
people, but asking them to spend their time and
energy helping you recruit won’t always work. For
a referral program to be successful, it has to be
simple and rewarding for participants.
LinkedIn Referrals does just that: It makes
automatic referral recommendations to your
employees. It searches their networks and finds
quality leads for your open roles.
Employees like it because they can see where
their referrals are in the recruiting process.
Connie McGregor Marketing Specialist at Jones & Co.
Contacted 3/15/2016
Events Marketing Manager, Global Brand
Follow Up
– – 3/11 3/2
Applied Interviewing Offer Made Hired
LinkedIn Referrals syncs with your existing recruiting tools so
you can get your referred candidates into your applicant tracking
system without learning new processes.
Here are a few of our ATS partners, and we are always adding more.
STAGE FOUR: ENGAGEMENT
The exponential factor
of your employees
Engagement › Employee Referral Program // 37
The collective network size of your
employees is around 300x bigger
than your personal network.
615k The average number of connections a company on LinkedIn has through
its employees*
1.9k The average number of connections that our very best recruiters have on LinkedIn.
*Based on 3k+ talent professional leaders who attended Talent Connect 2015 in Anaheim, CA.
Explore how to get started with LinkedIn Referrals
LINKEDIN RECRUITER
Today, the best recruiters source directly
from a qualified pool of candidates with
whom they already have a relationship.
Why? Because those candidates tend to be
easier and faster to recruit.
LinkedIn Recruiter is a powerful tool that
helps you search 414+ million professionals
around the world, giving you actionable
insights from the relationships you, your
employees, and your organization have
with talent.
The result? You’re able to quickly find
and engage the candidates most likely to
be interested in your job opportunities.
Accelerate the candidate journey
with LinkedIn Recruiter
STAGE FIVE: Accelerate // 38
Find great talent faster with our
recommendation engine
Whether you know every skill required or just a few, Recruiter helps you
build the best search to uncover the right candidates. As you type a job
title and location into the search bar, Recruiter recommends skills you
may want to add based on the role you’re trying to fill.
Architect Seattle
TRENDING SKILLS FOR THIS TITLE
SketchUp
Architectural Design
Revit
ArchiCAD
GO Architectural Design
Who are you looking to hire?
Choose from the top trending skills for your job title within LinkedIn Recruiter.
LINKEDIN RECRUITER
LinkedIn Recruiter // 39
Use your top performers to guide your search
Have you ever been asked to hire someone "just like Sarah from sales?" What about find
someone who is “50% Devon from design and 50% Mario from marketing?” Sometimes,
it’s easier to describe who we’re looking for.
Simply enter the name of your ideal candidate into the search bar, and LinkedIn
Recruiter will build a search based on his or her profile data and identify similar talent.
LINKEDIN RECRUITER
LinkedIn Recruiter // 40
UC Berkeley
Use smart suggestions to expand and refine
your search results
Whether you’re a rookie recruiter, seasoned sourcer, or a hiring manager, remembering every possible
educational institution, past company, and skill is hard. LinkedIn Recruiter saves you time by surfacing
terms you may not have thought of, helping to further refine your search.
694 have company connections
John Candidate Project Manager, Business Analytics at Your Company
Current
Past
Susan Potential Project Manager, Business Analytics at Your Company
Current
Past
9,650 total candidates
total candidates 9K
LINKEDIN RECRUITER
LinkedIn Recruiter // 41
Add companies FixDex
Sustainable design Revit
Job title
Locations
Skills
Keywords
Companies
Add keywords
Greater Chicago Area
Architect
Design research AutoCAD
LEED certified
Education
Northwestern University
DePaul University
View more
Showing results for
The anatomy of LinkedIn Spotlights
Past applicants People who have applied
to your company before
LINKEDIN RECRUITER
LinkedIn Recruiter // 42
total candidates
27 past applicants 694 have company
connections 442 engaged with your talent brand
9,650 total candidates
Current
Past
John Candidate Project Manager, Business Analytics at Your Company
Susan Potential Project Manager, Business Analytics at Your Company
Total candidates (9K)
All of the candidates found
Who your competitors target (694)
Who has recruiting activity (27)
Who has company connections (3K)
Who hasn’t changed roles in a few years (4K)
Current
Past
Show me...
9K
Past applicants (5)
Company connections People who are connected with your employees
Engaged with your talent brand
People who have engaged with your Company Page,
status updates, or Job Posts
Have recruiting activity People who have been
contacted or engaged by recruiters at your
company Potentially ready for a move People who have been in their current role for 1-5 years
Competitor’s talent pools People your competitors target, including schools and companies
To help prioritize your outreach, LinkedIn Recruiter shines Spotlights on qualified talent.
Spotlights are actionable insights that identify quality candidates, faster. They are based on
different types of relationships and interactions on LinkedIn. You can easily filter results for
candidates who are likely to engage.
Identify and prioritize the candidates
most likely to become your next hire
The Spotlights feature shows you talent connected to your
organization through your employees, talent brand, or even
applying to past roles. Remember all the work you did to gain
Career Page followers? They will appear within the “Engaged with
your talent brand” Spotlight along with people who have engaged
with your Company Page updates or Job Posts.
Candidates featured in Spotlights are not only good fits for your
job, they are also more likely to respond to your InMails, apply to
your jobs, and accept your offer. Ultimately, it streamlines your
sourcing experience so you can focus on the rest of your to-do list.
Company connections are
1.5x more likely to accept your InMail
People who are engaged with your
talent brand are
2x more likely to accept your InMail
Candidates who appear in
Spotlights are
2x to 3x more likely To respond to your InMails than
candidates who do not appear.
LinkedIn Recruiter // 43
LINKEDIN RECRUITER
more likely to respond to
your InMails than candidates who do not.
Candidates who appear
in Spotlights are
Where to start We’ve covered a lot in this book, but you don’t have to tackle everything at once.
This chart will help you identify your most pressing talent needs and where to start.
If this sounds like you, then you should focus on: Check out:
Your business and recruiting team are growing, and you have more requisitions you can fill. While you’re no longer small and scrappy, you still have modest resources. You’re brand is also gaining traction, and you want to extend it further.
Sourcing and posting jobs to pipeline and fill your steady flow of open roles. Target those high-priority roles to candidates meet the criteria. Using your Career Page build your brand to attract culture-fit candidates.
Recruiter ›
Jobs Slots › Recruitment ads › Career Page ›
You have a small team and a tight budget. You need a cost-effective way to recruit a low but steady volume of talent. Most people you recruit aren’t aware of you as an employer. You also rely heavily on staffing agencies.
Take steps to be self-sufficient. Source for the future by building your talent pipeline. Start sharing what makes your company a great place to work by posting updates and behind-the-scenes looks at your culture.
Recruiter ›
Jobs › Career Page ›
Your HR generalist manages the recruiting needs, since your hiring volume is rather low. Since you hire sporadically, you prioritize posting jobs and then source for highly-skilled roles.
Using LinkedIn Jobs to post your open roles. Use Recruiter Lite, a streamlined version of Recruiter, to source as needed.
Jobs ›
Recruiter Lite ›
The Modern Recruiter’s Guide // 44
Appendix
Want more? The LinkedIn Talent Blog has it.
The LinkedIn Talent Blog is one of the industry’s hottest publications for a reason
— it covers everything you need to know to be great at your job.
Here’s a peek at what you’ll find on the blog:
The latest research and trends
Data Reveals How Candidates Want to be Recruited [INFOGRAPHIC]
Why Women Are Leaving Their Jobs (Your First Guess Is Wrong)
Quick tips and tricks
How to Assess a Resume (in Less Than 6 Seconds)
4 of the Biggest Problems Recruiters Face (And How to Overcome Them)
Fascinating stories from your peers
How Zumba Hires in 5 Easy Steps
How CloudLock Built Its Employer Brand: 5 Steps You Can Follow
A reason to laugh
12 Songs That Speak to Recruiters
9 Things Recruiters Are Sick of Hearing
Subscribe to our newsletter to get the latest posts
delivered straight to
your inbox.
The Modern Recruiter’s Guide // 46
Subscribe to our blog talent.linkedin.com/blog
See our videos on YouTube youtube.com/user/LITalentSolutions
Check out our SlideShare slideshare.net/linkedin-talent-solutions
Products and insights talent.linkedin.com
Follow us on Twitter @hireonlinkedin
Connect with us on LinkedIn www.linkedin.com/company/1337
About LinkedIn Talent Solutions
LinkedIn Talent Solutions offers a full range of recruiting
solutions to help organizations of all sizes find, attract, and
engage the best talent.
Founded in 2003, LinkedIn connects the world’s
professionals to make them more productive and
successful. With over 414 million members worldwide,
LinkedIn is the world’s largest professional network.
Give us a call at 1-855-655-5653
The Modern Recruiter’s Guide // 47
Author
Alyssa Sittig Content Marketing Manager, LinkedIn
Editors
Mark Menke Global Content Marketing Team Lead, LinkedIn
Contributors
Emi Hofmeister Senior Product Marketing Manager, LinkedIn
Ryan Batty Director of Marketing, LinkedIn
Andrew Freed Senior Director of Global Marketing, LinkedIn
The Modern Recruiter’s Guide // 48
Stephanie Bevegni Content Marketing Manager, LinkedIn
Suzanne Tran Senior Marketing Manager, LinkedIn